Cherry Seed

Is tracking data loss getting worse?

Quick Answer

Yes. Ad blocker usage grows 13% year-over-year, Safari and Firefox already block third-party cookies, and Chrome now lets users choose to block them. Combined with ITP and ATT, data loss trends are accelerating.

Full Answer

Data loss trend analysis: Historical progression:

  • 2017: Safari introduces ITP 1.0
  • 2018: GDPR takes effect
  • 2019: Firefox enables ETP by default
  • 2020: Safari blocks third-party cookies entirely
  • 2021: iOS 14.5 App Tracking Transparency
  • 2024: Chrome deprecating third-party cookies
  • 2025: Expected further restrictions Ad blocker growth:
  • 2015: ~20% of users
  • 2020: ~25-30% of users
  • 2024: ~30-40% of users
  • Trend: +5-10% per year Privacy regulation expansion:
  • GDPR (EU): 2018
  • CCPA/CPRA (California): 2020
  • LGPD (Brazil): 2020
  • Multiple US...

Sources

Programmatic Access

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Cite This Answer

Cherry Tree by Seresa - https://seresa.io/seed/data-loss-adblockers/data-loss-stats-data-loss-trends